L462 UK CONTENT PROPOSAL Finding the emotional and personal relevance of L462 SEPTEMBER 2016 Confidential ©2016 THE CUSTOMER The Successful Providers Introducing Danielle and Mark 2 THE CUSTOMER The Successful Providers The Discovery has traditionally been seen as a man’s car. However, the positioning of the new Discovery has a new customer in its sites, Danielle – married to Mark – a mother, a high earner and probably the key family decision maker. Danielle’s matriarchal dominance does not though, reduce the role of Mark. Mark still brings in the bacon (well, some of it), drives the car and wants something tangible and techy to brag about to his mates. Danielle and Mark 3 THE INFLUENCERS Who will be our Danielle and Mark? Subsequently, we need to source a couple, familiar and appealing to both Danielle and Mark, with whom we can share the discovery of new Discovery. A couple whose relationship is based on an equal share of success and profile, who compliment each other in person, yet differ enough to ensure the odd frisson of friction with frequent engaging exchanges of opinion. Danielle and Mark 4 THE INFLUENCERS The Power Couples 5 THE INFLUENCERS The Power Couples Dawn O’Porter & Chris O’Dowd Irish actor O’Dowd is best known for his star turn in The IT Crowd, but has also enjoyed state-side success with roles in Bridesmaids and Thor: The Dark World. O’Porter is a British writer, producer and TV presenter. The couple currently reside in Los Angeles and have a one-year old son named, Art. Dawn O’Porter: @hotpatooties / 392k Chris O’Dowd: @BigBoyler / 689k 6 THE INFLUENCERS Power Couples Victoria Coren and David Mitchell Introduced to each other by David Baddiel, Coren, a Guardian columnist and professional poker player, claims it was love at first site when she first met Mitchell, the acclaimed comedian and Peep Show star. The couple have one-year old daughter and live in north London. Victoria Coren: @VictoriaCoren / 343k David Mitchell: @RealDMitchell / 2.08m 7 THE INFLUENCERS The Power Couples Lydia Fox and Richard Ayoade Ayoade is an award-winning comedian, actor, writer and director – while Fox is an actor, producer and daughter of British actor, James Fox. The fellow Cambridge graduates met on the set of The IT Crowd. The couple have two daughters and a pair of dachshunds. Lydia Fox: n/a Richard Ayoade: @RichardAyoade / 457k 8 THE TREATMENT Power Couple Carpool Format: short film – 3 minute max Time is tight for the high-profile power couple or double-act – and preparation for the day ahead is often undertaken on the commute to work. Staged over two short journeys, our chosen couple alternate driving each other too work, discovering and utilising all of the features and benefits of the new Discovery that can help make the most of their world. The film will be shot ad-hoc with dash-cam GoPros and additional higher-res second unit photography. See: Steve Coogan & Rob Brydon – The Trip 9 THE INFLUENCERS Alternative Power Couples Edith Bowman & Tom Smith Esther Freud & David Morrissey Keeley Hawes & Matthew Macfadyen Rebecca Hall & Morgan Spector Kate Winslet & Ned RocknRoll 10 THE INFLUENCERS Danielles are doing it for themselves 11 THE INFLUENCERS Danielles are doing it for themselves A successful woman as the breadwinner of a family, or at least the most high-profile half of a couple, is these days a common and acceptable occurrence. Put simply, successful women inspire other women and can subsequently be incredibly influential. There also exist numerous platforms for women to talk to women – from Radio 4’s long-running Woman’s Hour, through to Grazia magazine and Mumsnet. Danielle and Mark 12 THE INFLUENCERS Danielles are doing it for themselves Fearne Cotton Having been in front of the camera for over 20 years, Cotton is one of the UK’s most familiar faces. The former Radio 1 DJ recently published her first cookbook, having enjoyed success with her earlier literary offering, The Best Friends' Guide to Life, which was co-written with Holly Willoughby. The 35-year old is married to guitarist Jesse Wood (son of Rolling Stone Ron Wood), with whom she has a son and a daughter (aged three and two respectively). @Fearnecotton / 7.2m fearnecotton / 1.6m 13 THE INFLUENCERS Danielles are doing it for themselves Lauren Laverne Having started her professional life fronting the post-Britpop band, Kenickie, Sunderland-born Laverne has gone on to present BBC2’s The Culture Show and hosts the mid- morning slot on BBC 6Music. The 38-year old is a presenter on Radio 4’s Late Night Woman’s Hour and recently launched female lifestyle website, thepool.com. Laverne lives in North London with her husband, a former TV producer, and their two boys, aged eight and five. @laurenlaverne / 408k laurenlaverne / 79.5k 14 THE INFLUENCERS Danielles are doing it for themselves Anna Jones Cook, stylist and writer Anna Jones was a protégé of Jamie Oliver, training through the star chef’s Fifteen initiative, before contributing to Oliver’s books and TV shows. The Guardian food columnist has since published two hugely successful vegetarian cookbooks and is currently touring the USA in support of her North American publishing debut. Jones (37) lives in East London with her husband and her one-year old son, Dylan. @we_are_food / 12.3k we_are_food / 109k 15 THE TREATMENT The Family – Driving Away From Home Format: short film – 3 minute max Our high-profile mum packs her better-half and offspring into a new Discovery at an unearthly hour. She’s at the wheel. It’s cold, rainy and foggy, but the family is cocooned safely and snuggly in the Discovery, as they travel in ultimate comfort to the outer-reaches of their comfort zone. The family is on a mission to discover something new about themselves, in the form of an exciting outdoor pursuit, but their journey to that point is all about discovering and relishing the features of the new Discovery that will actively benefit them all. See: Discovery Sport Family Adventures 16 ALTERNATIVE TREATMENT Female Friends – The Road Trip Two high-profile female friends take to the road, minus their partners and papooses. The new Discovery may well be the perfect family vehicle, but for one weekend only, it’s their personal escape pod. Packing out the Discovery with surfboards, wetsuits and water-sports paraphernalia – and therefore fully utilising the configurable seating of the Discovery – they head out on a road trip to Cornwall where they participate in a Surf Sistas weekend of surf instruction. Throughout their drive they familiarise themselves with all the Ingenious features and benefits of the car. A mix of UGC, GoPro and professionally shot footage will make up the film. See: Find Beauty in Everything by Roxy 17 THE INFLUENCERS Alternative Danielles Davina McCall Jessica Ennis-Hill Sara Cox Cerys Matthews Jodie Kidd Giovanna Fletcher 18 ALTERNATIVE EXECUTIONS 19 ALTERNATIVE EXECUTIONS The Family – Making the most of their world… Format Idea Execution Editorial/advitorial Do’s and Don’ts of family time management Commission high-profile family expert to write article (Philippa Perry / Mariella Frostrup etc) Editorial/advitorial All-new car games or celebrities Commission a games maker to develop a new in-car game that all the suggestions/memories of car games family can play on long journeys Editorial/advitorial Kids film suggestions for long car journeys Commission credible film journalist (Mark Kermode / Robbie Collin Editorial/advitorial/P Grumpy old parents Commission a research piece on what they parents dislike most about R travelling with their families – offer Ingenious Discovery solutions App Brat Nav Build an app that maps family based adventure activities in your close proximity utilising car sat nav / Google Maps etc App Are we there yet? Develop an app that tells your kids in a really annoying voice exactly how long you have left to travel until they stop asking Tech partnership Family playlist generator (in partnership with Develop app into which each member of the family enters their five Spotify/Deezer etc) favourite musical artists. The app then generates a playlist to keep everyone happy 20 ALTERNATIVE EXECUTIONS Danielle on her lonesome – Making the most of her world… Format Idea Execution Editorial/advitorial Girl-friendly getaways Informed recommendations of girl-friendly weekends/festival etc and female-focussed road trips – competition prizes etc Editorial/advitorial What ‘discovery’ means to you Ask a number of female influencers to interpret what ‘discovery’ means to them Editorial/advitorial Keep up with the Joneses Loan a Discovery to three influential writers for the weekend. Document Media/social and photograph their journeys – Anna Jones (food writer), Jenny Jones partnership (snowboarder), Toni Jones (travel writer) Editorial/advitorial Capability’s not just a man thing Editorial piece featuring a number of women who would push the Discovery’s ample load capacity to its limits: soccer coach, events organiser, wedding planner etc 21 THANK YOU Confidential ©2016.